2016 Chinese Social Media Marketing Guide with 7 Cases (I)
Over the past year, people's consumption patterns have undergone tremendous changes both in scale and form. At the same time, consumer preferences of content and media are rapidly changing. The relationship between the brands and the consumer become complicated. The outbreak of IP content, the new video marketing, and VR/AR innovation bonus of technology imagination , also bring advertisers and marketers hitherto unknown opportunities.
In this march, ComScore, CTR, HDMR and National Image Research Center of Tsinghua University jointly issued the Report of 2016 Digital Marketing Action in China. The report presents the overall development trend of digital marketing, and do the analysis from the five major aspects of digital marketing environment, consumer insight, marketing problems and opportunities, a guide to action, gold case. It also predict 2016 annual digital marketing industry trends and marketing strategies. The following is the selection of the report’s fourth part- summary of action.
1. Big brands make use of good resources, small and medium-sized brands need to use borrow marketing
Art is easy and tasty way to use joint marketing. 2015, Coca-Cola arc bottle was born 100 years, gave birth to a series of joint marketing case. Including the limited edition joint laptop that launch with Moleskine, the joint tote bag with ROOTOTE, and the joint headphones with FRENDS, etc., highlights the characteristics of fashion brands.
Events: events and activities with high attention or high participation, Chinese and foreign traditional festivals, new festivals, anniversaries.
Quality content: medias with coverage, contact ability, brand influence, contents can attract audience attention, trigger interaction, and call for fans
Quality cooperation: Cooperate with the media and other brands that popular in market and congenial with own brand.
2. To tell the stories with moving hard advertisements
British department store John Lewis every year will launch a high quality Christmas advertising since 2007, and it is regarded as a symbol of the start of the Christmas season in Britain. Even Wikipedia have special page introduction of John Lewis Christmas Ad.
Hard advertising needs moving content and accurate delivery to weaken the negative experience of advertising.
Don't put hard advertising as all, it needs to be relegated to part roles.
The mobile marketing is diversified, hard advertising and other forms need to cooperate in the better way.
3. The brand that has individuality, position and attitude will be more popular
In July 2015, Durex opened a WeChat personal subscription number called little love Du. She exists as a female private friend so that users can freely talk about her and those of shame topic.
The brand is personalized, and be established a prominent personality image in the digital marketing .
Using social environment to present the attributes and characteristics of the brand, and do the multiple interaction with audience and other brands.
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